Research On Community Marketing Strategy Of Ws Education Company

With the rapid development of mobile internet,the internet education industry is booming.Internet education breaks through the traditional education mode,breaks through the limitation of teaching time and region,balances the imbalance of educational resources to a certain extent,gives many children equal learning opportunities,and broadens their horizons.WS Education Company is an internet education company and the research object of this paper.It provides a communication space between the enterprise and parents through the community carrier-Wechat group,which is convenient for the enterprise to get feedback from users in time,improve products to meet needs of users,and cultivate loyal fans of the enterprise.As a marketer,WS Educational Company must fully recognize the great changes in the marketing environment,and it must grasp marketing strategies correctly,comprehensively and innovatively,so as to provide better educational resources for children,and stand firmly in the fast changing market.Therefore,the study of the enterprise's community marketing strategy is very meaningful.Based on the special needs from parents of 4-18 years old children,and adopting literature review,questionnaires,participatory observation,case analysis as research methods,this study from four aspects of 4C theory: consumers,cost,communication and convenience analyses the status quo of the enterprise's community marketing strategy,finds out the problems and reasons of the enterprise's community marketing strategy,studies the optimization of the enterprise's community marketing strategy,and puts forward feasible plans and suggestions for the enterprise's later marketing promotion.The research combines 4C theory,community marketing and internet education,and it puts forward some innovative and practical marketing strategies,such as enhancing community value,encouraging users to participate in community value co-creating and so on.It is expected that the research will provide a possibility for other industries to study community marketing strategies.